Consumer research is the process of gathering and analyzing data about consumers to understand their behaviors, preferences, and motivations. This research employs techniques such as focus groups, in-depth interviews, inquiry tests, aided recall interviews, consumer surveys, and attitude testing. The primary goal is to determine factors that influence consumer buying habits and decision-making processes.
Quantitative research is a systematic investigation that primarily deals with the quantities of things, involving the measurement of quantity or amount. It's widely applied in various fields such as advertising audience research to develop actual numbers of audience members to accurately measure market situations.
